L’Oréal Paris’ Well-known Tagline Is Turning 50 —Right here’s a Glance Again at Its Affect


Lately is World Girls’s Day, and whilst there are numerous girls to have a good time, there also are a lot of manufacturers who’ve made an effort to uplift girls, and L’Oréal Paris is without doubt one of the bunch. This yr, the logo is celebrating their 50th anniversary in their tagline “As a result of You’re Value It,” and there’s no higher time to wreck down the message at the back of those 4 easy phrases than this week.

In line with the logo, the tagline was once first created in 1971 by way of a 23-year-old copywriter, Ilon Specht, round the similar time that the Girls’s Liberation motion was once going down in New york. “This was once the first-ever promoting message to spotlight self-confidence,” and it modified the way in which girls we’re checked out in instances the place they have been regularly brushed aside.

Courtesy of L’Oréal

“In promoting, males sought after photographs akin to a lady sitting by way of a window, with the wind blowing in the course of the curtains,” Specht tells L’Oréal Paris. “The lady was once an entire object: I don’t assume she even spoke. I sought after to painting an actual lady who was once extra assertive and extra recent. I sought after the advert to profit her,” Specht recollects, as she explains that this advert featured a lady’s voice, a significant switch-up within the standard male-dominated promoting business.

“For part a century, we have now been relentless in our willpower to empowering girls, accompanying them on their adventure, by way of their aspect,” says Delphine Viguier-Hovasse, international logo president, L’Oréal Paris. “We empower each and every lady via our attractiveness merchandise, sponsored by way of the most recent clinical advances in system construction, and with products and services to lend a hand her be ok with herself…Our challenge will most effective be achieved after we now not want to remind girls in their price.”

50 years later, the tagline has been now not most effective been translated into 40 other languages, however voiced by way of the preferred A-listers within the business, from Eva Longoria to Jane Fonda. As a part of its ongoing dedication to empower girls, L’Oréal Paris has renewed its partnership with Stand Up In opposition to Boulevard Harassment, which illustrates the severity of side road harassment and motivates girls to rise up for themselves in instances of want.

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